In hindsight, IKEA executives are saying they behaved like exporters, which meant not really being in the country. IKEA’s adaptation has not meant destroying its original formula. Its approach is still to market the streamlined and contemporary Scandinavian style to North America by carrying a universally accepted product—range but with attention to product lines and features that appeal to local preference. The North American experience has caused the company to start remixing its formula elsewhere as well. Indeed, now that Europeans are adopting some American furnishing concepts (such as sleeper sofas), IKEA is transferring some American concepts to other markets such as Europe.